Content is character. 
Why? 
When your content is directly related to you, what you know and how it can help your audience, you're working off character. 
Character and content go hand in hand. Here's how: If you don't know what you are talking about and you lie your way through your post, it will show. 
I'm an upfront, genuine person. So you'll never find my blog filled with long, overdrawn terms that I don't know the meaning of when it comes to marketing. I share what I know as I go along and I make it relatable to my audience. 
That doesn't mean that marketing jargon has no value to me, because as a content writer, I do understand how it balances out the industry I'm in. 
I read and stay in the know to make sure what I do write is able to help my readers in some way, especially if I've learned something and have been able to apply it to my business model. 
With that being said, here are 4 ways to make your content work for you, keeping in line with content being character: 
1) Be genuine. Straightforward, honest and relatable beats fancy and flowery prose. If that's not you, your audience will pick up on it immediately. 
2) Know your facts. Write what you know applies here. If you don't know enough about what you want to write about, then ask yourself, "What do I know under the topic I'm interested in sharing and how can I convert it into a powerful blog post/white paper for my audience?"
3) Write clearly in your voice. Your audience knows your tone and style, because they've become adapted to it. Maintaining your voice is very important. Even when getting someone to write your content for you, they should know your voice and style of writing so that is sounds and feels genuine to your audience. 
4) Keep content updated, but not overwhelming. I write two blog posts a week. Simply because that's all that I really need to write to maintain my audience base, keep my readers engaged and not overwhelm them at the same time. I've read some blogs and can tell that some people are just writing 3-4 posts a week to keep their blog filled. Keeping content updated is great and a minimum of 2 strong written posts a week can do that just as good as 3-4 mediocre ones. 
Keeping these in mind, there's no way your content can be written without character. Stay true to who you are, what you know, learn more and learn to combine all of these to create content that can and will work for you. 

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